Color decisions with associative learning in the packaging designs of the fast moving consumer goods

Packaging designs? impact on sales and its persuasiveness are accepted without controversy. However, constantly changing market conditions, expanding consumer profiles work upon packaging design like in most of the fields increasing producers? expectations from design and the responsibilities of design. This situation brings the questioning of the elements which create the design and the need for research in order these elements to be used more effectively. In this period, color-in terms of the effects on the aims of packaging design-became the center of interest.Color?s position in the packaging design field is a design problem depending on the project so color is a general profession for designers. That is why the research called ?Color Decisions with Associative Learning in the Packaging Designs of the Fast Moving Consumer Goods?, aims to analyze the effects of color on the fast moving goods? packaging design decisions that determine the communication structures formed with the consumers through color. Conceptual frame of the research is limited with the associative learning method which is one of the conditioners that determine the effects of color.In the first chapter of the research, ?consumer, product, package and brand? concepts that are assumed to be the base of the decisions made towards fast moving goods are explained in order to form the necessary background for the research. Packaging designs? functions are examined in the scope of the visual communication design. In the second chapter, as a visual communication design medium-color?s definition, theories and its effects are covered within the historical and scientific standpoint. Besides, the relation between associative learning-used as the research method for this paper-and color is examined. Color, gaining its meaning with the associations, is analyzed in terms of visual communication design within semiology. The third and the last chapter creates the planning phase and at this point in the light of the first two chapters, it is focused on the necessary examples in order to reach a satisfying result and both national & international design cases are analyzed.